No, they'll keep raising those prices (there's always someone willing to pay them), but then offer discounts to make it seem like people are getting a bargain. Just like they do with dining plan, making all the food prices so outrageous they seem like a great value when you pre-pay.
It's like when you go to Hobby Lobby or Michael's. Everything in those stores is priced higher than necessary, some people pay full price because they're desperate or they don't know any better, but most people bring a coupon for a huge discount that makes them feel like they're getting a huge bargain (but they're still paying too much). Every year for Black Friday the same thing happens in all of retail...